ITV

Category: Ad Campaigns

  • Gaana celebrates classical music with ‘Unwind with Taj’

    Gaana celebrates classical music with ‘Unwind with Taj’

    Mumbai: Audio streaming app Gaana has unveiled ‘Unwind with Taj’ to bring alive the magic of Indian classical music among millennials.

    Hosted in partnership with tea brand Brooke Bond Taj Mahal, the specially curated ‘Unwind with Taj’ caters to millennials to help them discover the splendor of classical music, which showcases our music heritage. The collection features Indian classical maestros such as Ustad Zakir Hussain, Ustad Shahid Parvez, Ronu Majumdar, Hariprasad Chaurasia, Anoushka Shankar among others. According to the company, the playlist has been created to make Indian classical music more accessible and available to millennials and sustain its legacy.

    Coupled with Brooke Bond Taj Mahal’s gourmet Indian flavors, the timed playlist will also change as the day progresses. While the ‘Morning Raga’ will entertain millennials by the day, the ‘Focus Instrumental Music’ will help evoke bouts of serenity amidst a chaotic work–from–home afternoon, said the music streaming app.

    “Gaana constantly looks forward to bringing novelty to the Indian music fan,” said Times Internet, CEO Gautam Sinha. “We believe in the rich legacy and glory of Indian classical music and are thrilled to join Brooke Bond Taj Mahal in initiating a movement to add the timeless aura of this genre. As millennials become more than receptive towards newer genres of music, we are certain they would be mesmerised by the beauty of Indian classical music, and enjoy its changing ragas through the course of the day.”

    Tea & Foods (HUL) vice-president Shiva Krishnamurthy added, “Brooke Bond Taj Mahal has a deep-rooted association with classical music and the brand has always sought ways to champion it. This campaign is an effort to instill an appreciation of Hindustani classical in millennials, by leveraging their listening behavior and giving them the perfect playlists to match their moods.”

  • Gangs of Wasseypur trio now in the mustard oil business

    Gangs of Wasseypur trio now in the mustard oil business

    MUMBAI: BL Agro Industries has roped in not one but three brand ambassadors to promote its mustard oil offering, Bail Kolhu. A new TVC made for the 50-year-old brand features the power-packed trio from the Gangs of Wasseypur movies – Manoj Bajpayee, Nawazuddin Siddiqui and Pankaj Tripathi and showcases how they “came out of the grind to become somebody from a nobody”. This only became possible because of their hard work, grit and determination and their commitment to deliver their best. These  characteristics resonate with the values of ‘Bail Kolhu’ – the brand that started with a humble beginning but today, has made a distinguished name for itself, says the company.

    The television commercial created by Leads Brands Connect is now airing on national television; there are plans to roll out a 360-degree communication through print and digital media in the coming months. BL Agro has also rolled out a social media campaign on Facebook, Instagram, Twitter and LinkedIn.

    BL Agro chairman & managing director Ghanshyam Khandelwal said, “Bail Kolhu is the company’s flagship product. The success of Bail Kolhu is the result of many decades of hard work as well as our commitment to deliver only the purest mustard oil. Just like the real-life stories of our brand ambassadors, the journey of Bail Kolhu started from a very small scale, went through hardships and faced many challenges in its journey. But, with passion and determination, it managed to reach the position where it is today.”

    Leads Brand Connect CEO Sanjay Srivastava said, “It’s unlike any other cooking oil TVC you will find in the country. Firstly, it has a multi-starrer male cast which is unseen and unexplored in the category. Secondly, it’s very focused on the brand personality rather than sales promotions. You will hardly see any oil shots or cooking shots in the film. The strategy was to celebrate the iconic image of the brand and thus the entire tonality was created around what the brand has achieved over the years.”

    Bail Kolhu has created a niche market in Uttar Pradesh, Uttarakhand, Delhi NCR and parts of Rajasthan, Haryana and Punjab. The company now plans to expand its footprint in Bihar and Jharkhand, where it is currently looking to establish a very strong distribution network.

  • How 11 Wickets got puppet Pappinder Singh playing fantasy cricket

    How 11 Wickets got puppet Pappinder Singh playing fantasy cricket

    Mumbai : Pappinder Singh is a witty man. Pappinder Singh knows the difference between the smart and the naive. Also, Pappinder Singh is a puppet, but as humanlike as any one of us and he is now the face of 11 wickets, an online fantasy cricket league.

    11 Wickets has released a series of films to create awareness around its offerings. Along with the humanlike puppet, the campaign also features his roommate, a simple guy who takes everything Pappinder says on its face value without understanding it completely. This hilarious banter between the guy’s fascination for a particular food and Pappinder’s animated outburst at this guy’s simpleton arguments draws across an analogy between the unique features of 11 Wickets, creating memorable stories. 

    Conceptualised and executed by Shreyansh Innovations, one of Kolkata’s leading creative ad agency, the campaign has three films which are live across TV and all digital channels, including social media and OTT. 

    Ability Games managing director Suraj Chokhani commented on the campaign, “When the agency came up with this thought of onboarding Pappinder Singh for the campaign, we instantly liked it, because it was very fresh in the advertising domain as a whole. We believe this approach will get a lot of people talking about our brand and also our brand ambassador.”

    Shreyansh Innovations founder Shreyansh Baid says, “Today advertising is dominated with the excessive use of celebrities, and the same goes when it comes to promoting fantasy league platforms as well. We wanted to move away from this clutter and have a brand ambassador on board that people will truly relate to and remember for a long time.” 

    Adding to it, chief creative officer Debdarsan Dutta and creative director Vaishakh Jhunjhunwala from Shreyansh Innovations said, “Fantasy gaming is becoming a very huge domain with millions of players getting added every day. But what isn’t happening is the way these apps promote themselves. All of them look and sound the same when it comes to their offerings. That’s the barrier we wanted to break with a clutter-cutting campaign that doesn’t just talk about its unique features in an interesting way but also creates a high recall value for the consumers. We hope Pappinder Singh and his flatmate are able to do exactly that.”

  • Mother Sparsh’s #AyurvedaForHairHealth campaign clocks 10mn reach

    Mother Sparsh’s #AyurvedaForHairHealth campaign clocks 10mn reach

    MUMBAI: Baby care brand Mother Sparsh, which is marking its presence in the unisex personal care segment, recently concluded the first leg of a unique campaign focused on the virtues of Ayurveda in hair care. More than 5,000 influencers from across different social media and digital platforms, including Instagram and YouTube, were roped in as part of the campaign titled #AyurvedaForHairHealth.

    The first leg of the campaign, which commenced in February, registered an estimated reach of approximately 10 million users. Along with several mom bloggers and beauty and lifestyle experts, a few noted celebrities, such as television actresses Veebha Anand and Shikha Singh Shah, were brought onboard to drive across the pros of adding products that are Ayurvedic and based on age old recipes in one’s hair care regimen.

    Mother Sparsh co-founder Himanshu Gandhi said, “The #AyurvedaForHairHealth campaign is more about sensitising the current generation of millennials about the boons of ancient herbs and Ayurveda rather than persuade the users to buy products. The USP of the drive was the user generated content wherein people shared their real-life experiences about how bidding adieu to non-organic and non-natural products gave their hair and scalp a fresh lease of life.”

    The initial buzz around #AyurvedaForHairCare was created with influencers sharing unboxing videos of Mother Sparsh hair care products that comprise expert formulations of age-old Ayurvedic and natural ingredients like Dashamoola,Japapushpa, Bhringraj, Jatamansi, Amla Reetha, Shikakai, Neem, Methi and other Ayurvedic oils. Following the initial buzz, the campaign went on to garner exponential visibility at a pan-India level.

  • Bisleri ad attracts censure from teachers, gets schooled on social media

    Bisleri ad attracts censure from teachers, gets schooled on social media

    MUMBAI: It is to Bisleri’s credit that to basically every vendor or person on the street in India the company’s name is synonymous with drinking water! That’s the extent to which the brand has penetrated our psyches.

    Nonetheless, the latest campaign by the bottled water seller has rendered itself unpalatable to some quarters! The teachers’ community of Rajasthan and Gujarat have come out in protest against the commercial released by Bisleri last week.

    The film which shows a teacher teaching a classroom full of camels aims to humorously reinforce the Covid times messaging of “Contactless”. The students (the CG camels) ridicule the teacher for not knowing the importance of going contactless. The teacher then attempts to drink water from a pot (matka) by dipping his steel mug into it, which evokes more hysteria from his students. The oversmart camel then teases his masterji for being unaware about Bisleri’s contactless mineral water, bottled in hygienic conditions. He then tutors the teacher that “Samajhdaar bisleri peete hai” (smart people drink Bisleri) and tosses him a bottle of the drink.

    Now the RSTA (Rajasthan Senior Teachers Association) and some other Teachers groups are up in arms, calling for a boycott of the ad claiming that it is derogatory to teachers, depicting the profession in a poor light.

    Darshan Menaria, president, RSTA from Udaipur, in his tweet said, “We the teachers of India condemn Bisleri for its disgraceful comments about teachers… The preceptor #ShameonyouBisleri #BoycottBisleri.”

    Offence has mainly been taken to the fact that a camel is being portrayed as smarter than the teacher! So much so that, some of them have allegedly written to the Prime Minister from Jaipur, seeking intervention in the removal of the ad and action against the bottled water company.

    The critiques of the film also said that it seeks to establish the intellectual superiority of choosing a bottled Bisleri water, as against potted water which is the norm in most parts of India, with its tagline “Samajhdaar bisleri peete hai”. That’s another thing that has not gone down well with people, who took to social media to register their objection saying  that “Bisleri has insulted teachers and the ancient Indian culture of drinking water from pots in the advertisement, which will not be tolerated. The company must withdraw the advertisement and apologize.”

    The hashtags #BoycottBisleri , #WithdrawBisleriCamelSchoolAd and #boycottbisleriindia were trending on Twitter . And at last count, the You Tube release of the ad had garnered 20,000 dislikes.

    Bisleri launched its 360-degree integrated campaign with its new theme- ‘Samajhdaar Bisleri Peete Hai’ earlier this month. The first commercial in the series, featuring the cheeky Camel Baadal with his rider, aimed to reinforce consumers’ trust and raise awareness on the difference between the original Bisleri and fake alternatives in the market. 

    Conceptualised by 82.5 Communications, the second commercial in the series sought to make aware the consumer of the stringent production process that the brand goes through to ensure the highest standard of  safety and purety. But the campaign seems to have run into rough weather, and it remains to be seen how the brand gets itself out of this Twitter storm. 

  • Ahead of Mother’s Day, Prega News explains why #CoolHaiMeriMaa

    Ahead of Mother’s Day, Prega News explains why #CoolHaiMeriMaa

    MUMBAI: To celebrate and honour the symbol of love this Mother’s Day, Mankind Pharma’s pregnancy detection card brand Prega News has released the #CoolHaiMeriMaa campaign. The campaign reiterates that a mother’s confidence in a child helps the child progress and succeed in life.

    With the evolving times, the relationship a mother shares with her kids has also evolved. They exactly know where to draw lines and at same time be their guiding light. The #CoolHaiMeriMaa campaign by Prega News is an initiative to appreciate their will of standing tall and smiling for their children and guiding them in the toughest of tough situations.

    The campaign showcases a beautiful relationship between a mother and a son. The video narrates a series of instances where the mother has stood by and supported her son at various junctures of his life. She has always given him life lessons that have helped him choose the right path. It brings out the fun and cheerful moments that the duo have experienced through their life, while growing up and ageing together.   

    Mankind Pharma general manager – sales & marketing Joy Chatterjee said, “The #CoolHaiMeriMaa campaign is an attempt to showcase the journey of mothers who are caregivers and work relentlessly to ensure in paving the road to a better tomorrow for their kids. Through this campaign we recognise and pay a tribute to all the moms in the world for the role they play in their kids’ lives and express gratitude for teaching children the virtues of patience, resilience, and courage and highlight how these values are helping them in their personal and professional lives.”

    The #CoolHaiMeriMaa campaign  will run on the brand’s YouTube channel and all social media profiles of Prega News.

  • This wedding season, Manyavar & Mohey celebrate #ApnoWaaliShaadi

    This wedding season, Manyavar & Mohey celebrate #ApnoWaaliShaadi

    Mumbai: Manyavar and Mohey have launched a new campaign, #ApnoWaaliShaadi, to capture the real emotions and happiness of families during weddings being organised amid the Covid2019 restrictions.

    Launched as a series of six TVCs, these films highlight how weddings nowadays aren’t about having hundreds of guests around, but family, loved ones and close friends around you. The campaign has been conceptualised and executed by Shreyansh Innovations.

    Vedant Fashions MD Ravi Modi said, “As a brand, we have always believed that our communication should be of the highest standards when it comes to breaking the barriers and stereotypes of weddings. It also reflects our business objective of talking not just to the bride and groom, but also to their close relatives as our collection is for everyone and for every occasion.” 

    Shreyansh Innovations’ founder Shreyansh Baid said, “Manyavar and Mohey are known for celebrating weddings in a unique way. And for this campaign, the brand celebrates the rituals and traditions with a twist, where the unseen moments between different kinds of relationships shine through. That’s what makes it truly special.” 

    According to Shreyansh Innovations creative director Vaishakh Jhunjhunwala the campaign highlights stories that portray weddings as more than just a function and more of a celebration. “Weddings are happening with limited audiences now, but that’s what has made it all the more special. Because now weddings aren’t as much about attending to guests and following traditional protocols, as much it is about enjoying being with your closed family and friends, without any inhibitions,” he said.

    The campaign is already on air and is playing across all digital and social media channels.

    FILM LINKS:

    #1 Haldi – https://www.youtube.com/watch?v=zzGos5113DQ

    #2 Ring Ceremony – https://www.youtube.com/watch?v=g5XuGeMQbac

    #3 Mehendi – https://www.youtube.com/watch?v=OQHghgvUdLM

    #4 Sangeet – https://www.youtube.com/watch?v=BNz409UUnbI

    #5 Phoolon Ki Chaadar – https://www.youtube.com/watch?v=H_D6oi8NQeU

    #6 Baraat – https://www.youtube.com/watch?v=BxHzYlsg5ZY

  • Rasna goes beyond drinks with #LoveURasnaRecipes

    Rasna goes beyond drinks with #LoveURasnaRecipes

    MUMBAI: Instant fruit-based concentrate maker Rasna has rolled out a digital forward strategy this summer season. Known for its I Love You Rasna tagline for years, the brans has chosen to expand its usage and involvement in the kitchen by expanding its campaign to #LoveURasnaRecipes.

    The brand has collaborated with a set of influencers to share and amplify the message to reach out to the target audience. To strengthen the its presence and increase market penetration, Rasna has associated with popular rapper Mellow D. The influencer created a music video to invoke nostalgia by re-creating childhood memories around I Love You Rasna.

    The brand has also joined forces with Bharatz Kitchen, Kanak Khathuria and MeghnasFoodMagic. Apart from this, the brand has gone one step ahead and has associated with famous regional influencers in the food category like Veg Village Food, Simply Swadisht and others like Tastee with Kiruthiga   and   Cooking with Benazir. The influencers and chefs explored unique recipes like Ice Lollies, Orange Sponge Cake and Rasna Mango Chocolate Balls, Rasna Flavored Jelly and Rasna Mango Shake in which Rasna was used as an ingredient other than just a fruit drink, to make this summer season more enjoyable.

    The videos were posted by the influencers on their social media platforms such as Facebook, Youtube and Instagram handle. The brand used the digital medium to create a personal connection and increase the brand value.

    Making things more interesting and engaging, influencers posed a challenge and invited the audience to participate by making their own unique recipes with Rasna. The brand will choose the top 10 winners and the best recipes will get mention in the recipe book.

    Grapes Digital founder & CEO Himanshu Arya said, “Rasna had to move beyond boundaries as “Recipes” has been the most searched category in 2020 during lockdown 1.0 and given the current scenario recipes is going to become huge in lockdown 2.0 too. Rasna also aspired to create something different this year, which involves them with consumers more than before. Also, Influencer marketing is one of the most effective ways to expand the brand’s reach and increase credibility in the market.”

    Rasna chairman Piruz Khambatta said, “Lockdown comes with a new normal and one new normal everybody is experiencing is the urge to become a cook. The urge to become a cook has opened doors for companies to innovate lots of products that can be used as cookery ingredients. How could Rasna be far behind?”.

  • Khiladi Akshay Kumar stands firm as Star Cement brand ambassador

    Khiladi Akshay Kumar stands firm as Star Cement brand ambassador

    Kolkata: Star Cement has roped in actor Akshay Kumar as its brand ambassador, and as part of the association, the Kesari star can be seen in the brand’s latest television commercial airing on major channels.

    In the TVC, Kumar dons the role of a pilot who tries to land his helicopter after it develops some snag while flying. Much to the surprise of the co-pilot, Kumar confidently lands on the roof of a house made with Star Cement. The commercial conveys the message that the roof made with Star Cement has taken minimum time for solid setting, which is quick and strong setting. The product feature then blends with the brand promise of Hai Tayyar Hum for all challenges.

    The TVC master is 45 seconds and there are edits of 30 and 20 seconds in Hindi, Assamese and Bengali languages. The campaign is supported by billboards across the north east, West Bengal and Bihar in addition to digital, social media and FM radio.

    Star Cement  CEO Sanjay Kumar Gupta said the actor’s endorsement will help the brand as it enters into a new phase of growth. “One of nation’s greatest Icons Akshay Kumar truly reflects our firm commitment, determination and preparedness for all the challenges that may come our way. We are truly proud and honoured to have Akshay Kumar on board as the brand ambassador and we believe that this association will turn out to be beneficial for the brand.”

    Akshay Kumar added, “I am delighted to be associated with Star Cement. I support their goal of being the fastest growing and most competitive cement brand in eastern India. I quite liked the brand’s campaign line Hain Tayyar Hum which is simple yet denotes a strong message…readiness to meet all challenges. We thoroughly enjoyed shooting the campaign. Playing a pilot was a lot of fun and it has turned out so well in the TVC. I look forward to a long and fulfilling association with the brand.”

  • Ajio steps up to bat with new IPL campaign

    Ajio steps up to bat with new IPL campaign

    NEW DELHI: Fashion e-commerce platform Ajio has released a film for the IPL season highlighting its wide range of offerings which extends from premium to popular global brands. The 45-second TVC will be aired on mainline media channels (both IPL and non-IPL channels) and on digital platforms like YouTube, Facebook, and Hotstar. The campaign will be aired during this season’s IPL with three 15-second down-edits as well.

    The film is one epic game of cricket unfolding on the stark backdrop of a massive airstrip, played by some of the hottest international models in town.

    True to the bold, high-on fashion idiom of the brand, the film is set to feet thumping track and raises a visually stunning toast to cricket. All to drive home the point that ‘The world’s best fashion brands play here’.

    A quirky cocktail of fashion and cricket, the campaign underlines Ajio’s position as the Powerhouse of Brands with over 6,00,000+ styles from 2000+brands.

    The campaign and film is conceptualised by Phantom Ideas, the Bangalore-based creative hot shop known for its work for fashion brands like Ajio, Benetton, Forever21, Reliance Trends, John Players amongst many others, and directed by the highly acclaimed fashion filmmaker Razy.

    Phantom founder and Chief Creative Officer Robbie Anthoney said, “The idea was to have two wildly different worlds collide to dramatic effect –cricket and fashion. We see Ajio as a playground where some of the coolest brands in fashion can come together in fresh, unexpected ways. Cricket was just the right backdrop to give this idea the kind of scale—and style— that Ajio is synonymous with.”